A Well Deserved Break
Last week I took a mini vacation from blogging, podcasting and many other things. I did this because I was at a conference, down in Atlanta, called NAMS (novice to advanced marketing systems). Some of you may not have called that a vacation, but to me I just need time to recharge my batteries and learn from some incredible people.
These people may be unknown to most of you … people like Kathleen Gage, Scott Smith, Paul Evans, David Perdue, Nicole Dean, Darin Adams, Matt Bacak, and newcomers (at least in my world), Dr. Ben Adkins and Jim Edwards. These people are the Internet marketing rock stars that I know, like and trust. I've come to respect them as some of the brightest minds, who give of their time to teach novice to advanced people their best and most actionable winning strategies on making a living through online marketing.
What Was Discussed
Yes, there were some of those motivational, rah-rah moments where you just need that kick in the pants to get you to think differently. Then others taught us some very actionable tips on things, like Facebook marketing, retargeting pixels, building online courses, developing killer Internet marketing strategies, and so much more.
The cornerstone of all of this is how you can make money using the Internet. I don't care if you're a small, one man operation (or one woman operation) who needs to have better Internet exposure in order to promote your products and services, or a large, major corporation that needs to figure out how to get your messages about the chaff. The principles are not much different and the methodologies work for all of us.
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Jim Edwards, a friend who I know, like and trust, came out to talk about some very basic, but incredibly important, things that you need to know about when it to comes to communicating to people.
He described training in one of two ways … principles are things that they can hang their hat on and use over and over again and tactics are things that people use to engage people with those principles.
A principal is the basic truth, that no matter how you slice and dice it and try to mold it into something, it is always going to be rock solid. A principle is something that all training can be based upon and has an everlasting truth. An example of a principal is that you need to own your landscape or home base.
A website is something that you have to control and own in order to make the most of it for years to come. Now I'm not saying that you have to go out and buy your own server and host your own website, but if you are creating your own content, then make backups, so if some catastrophe happens, you can restore it in a way that will get you back to where you were.
A principal is a solid foundation upon which you can build your business.
The tactic is what you put inside of that website. It could be pictures, video, memberships, anything you can possibly imagine. Ultimately, all those tactics change based on what's happening within the Internet marketing community and what's happening online today.
Marketing with videos is a tactic. Choosing YouTube, Blab, Periscope is a tactic. All of those are properties that you don't own and can change in a heartbeat. Providing great content is the principle.
Principles attract people who buy from one of two perspectives. They buy from a point of trying to achieve a pleasure, or trying to avoid pain. It's about trying to invoke that pleasure or pain in a way that motivates them to take action.
I had the opportunity to sit down with Lee Collins, who is not only a good friend, but also an incredible marketer who was not a presenter at this year's conference.
We started out talking about Facebook ads, but he dumped a whole bunch of principles on my plate.
Boldly stated, there are three different places where people are when they're looking to purchase from you and your business.
- Cold – they have no idea who you are, what you do or why would they would even want to engage with you or possibly purchase what it is you have to offer. These people need an incredible amount of information and nurturing, before they can even make a decision that you could be an option for them.
- Warm – these people know you exist, but are not quite ready to say that you're the right answer for them. You have to convince them that you have a USP (unique selling proposition) that aligns with their needs and wants at the time that they could potentially buy your product, however the time is not right now.
- Hot – this group has already come to know, like, and trust you, and is ready to pull the trigger. They just need a nudge or a reminder as to why you are the best option at that particular time when they're ready to do so. Even hot buyers need some convincing and you can take that for granted.
What I've learned from Lesson One and Lesson Two is that there are a combination of a total of six different audiences that you have to address. There are the people that are trying to move away from pain and are cold, warm or hot. Then there is another group of people who are trying to move towards pleasure and they are cold, warm or hot.
That means that you have six distinct groups that you need to communicate with. If you try this shotgun, your messages to all of them or even half of them (warm/warm, cold/cold, hot/hot) then you're missing the boat. You are not understanding that someone moving away from pain (warm) or somebody moving towards pleasure (warm) are two completely different audiences.
It may sound like a lot of work (and it is), but once you learn HOW to communicate the right message to the right audience, you will be amazed and enamored with the results.
So my question for you is does this make sense? Have you had an experience with this type of marketing segmentation? I would love to hear your comments and feedback and learn how you have made the most of segmenting your audiences for success!
Thanks in advance!
To learn more on this and other topics on Internet Marketing – visit our podcast website at http://www.baconpodcast.com/podcasts/